In-N-Out Burger opened its 300th restaurant Wednesday in Anaheim. The location is on Ball Road in Anaheim. In stores where the climate allows, criss-crossed palm trees are typical landscaping.

In-N-Out heiress and majority owner Lynsi Snyder, who is the granddaughter to founders Harry and Esther Snyder, speaks with the media while standing beside a plaque that honors her Esther.

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Servers dish out burgers and fries for customers Wednesday during the grand opening of In-N-Out's 300th restaurant in Anaheim.

A commemorative plaque honoring founder Esther Snyder hangs on the wall of In-N-Out's 300th restaurant, which opened Wednesday in Anaheim. Esther Snyder died in 2006; Jan. 7 would have been her 95th birthday.

Robert Friedlander, 24, of Anaheim was first in the drive-thru. He got a free meal, T-shirt and a coveted silver In-N-Out commemorative coin.

Frank Aviles, 20, of Anaheim shows off his receipt. He and his friend were the second and third guests to order at the 300th store that opened Wednesday in Anaheim. “ I can look back and tell my grandkids that I went there the first day, No. 300,” he said.

Robert Friedlander, 24, of Anaheim was first in the drive-through. He got a free meal, T-shirt and a coveted silver In-N-Out commemorative coin.

James Costa of Upland loads-up on burgers and fries at In-N-Out's 300th restaurant, located in Anaheim. Costa works at Disneyland.

James Costa of Upland loads-up on burgers and fries at In-N-Out's 300th restaurant, located in Anaheim. Costa works at Disneyland.

Servers dish out burgers and fries for customers during the grand opening of In-N-Out's 300th restaurant, which is located in Anaheim.

In-N-Out employees listen to some brief remarks from the company's president, Lynsi Snyder, before the 300th restaurant opened in Anaheim on Wednesday.

Diners Larissa Ureno, left, and Marissa Aghishian, both 18 and Anaheim residents, share a laugh as they enjoy their burgers at In-In-Out's 300th store location. The store opening in Anaheim on Wednesday.

Stephanie Rodriguez works the In-N-Out pick-up window at the California company's 300th location. The Anaheim restaurant opened on Wednesday.

In-N-Out heiress Lynsi Snyder is the granddaughter of founders Harry and Esther Snyder. She helps run the company as president. She sits inside the company's 300th restaurant, which opened Wednesday in Anaheim.

Kurt Zimmerman, 31, of Aliso Viejo, waited outside In-N-Out's 300th location since 2 a.m. to be the restaurant's first customer. He chomps into a 3x3 burger in Anaheim on Wednesday. The 3x3 comes from In-N-Out's not so secret menu and consists of three patties paired with three slices of cheese.

Diners line up outside In-N-Out's 300th location before its grand opening in Anaheim on Wednesday.

Stephanie Rodriguez works the In-N-Out pick-up window at the California company's 300th location. It opened Wednesday morning.

James Costa of Upland loads-up on burgers and fries at In-N-Out's 300th restaurant, located in Anaheim. Costa works at Disneyland.

Robert Friedlander, 24, of Anaheim was first in the drive-through. Store manager Nick Solchaga gives the fan a T-shirt and a silver In-N-Out commemorative coin. Solchaga was the manager in Placentia, which has no drive-through.

Kurt Zimmerman arrived at the 300th In-N-Out Burger at 2 a.m. Wednesday, knowing he would not be lavished with grand opening swag typical of other fast-food chains. Instead, the die-hard burger fan from Aliso Viejo stayed up all night for one reason: honor.

“It’s the 300th store, and I’m No. 1. I get the first burger,” said Zimmerman, 31.

When it was time to order nearly eight hours later, employees cheered and clapped for Zimmerman as he approached the cash register Wednesday morning. He went with his “go-to” off-menu burger – a 3×3 (three patty-burger) with fried mustard, no onion and fries.

Was the all-nighter worth the wait? “It was amazing,” Zimmerman said.

The milestone opening coincided with what would have been co-founder Esther Snyder’s 95th birthday. Snyder died in 2006 at age 86. The Irvine-based chain celebrated with a Christian rock band, a ribbon cutting and the unveiling of an in-store plaque honoring Snyder and the 300th store.

More than 50 store employees in crisp white uniforms and red aprons huddled in a half-circle shouting out in unison: “Quality burgers. Ready to go a 3 double ‘O’ Anaheim.”

Fast-food rivals would blast such celebrations on social media. But In-N-Out kept the festivities under the radar. For the most part, the air of secrecy worked. Zimmerman was the only person in line for several hours before he was joined by Frank Aviles and his friend, Edward Andrade, both of Anaheim.

All three were excited to be among the first to celebrate the historic day.

“I can look back and can tell my grandkids that I went there the first day, No. 300,” said Aviles, 20.

Like other locals, he expressed relief to have an In-N-Out open in this part of Anaheim. Before Wednesday, Aviles would drive to north Orange, Fullerton or Placentia to get his fix.

Now he can walk. “It’s dangerous to be this close,” he said.

As Aviles got in line, company president Lynsi Snyder, 32, arrived. The soft-spoken burger heiress, who assumed the role of president in 2010, thanked employees and fans for their support. Later, in a private media interview before the doors opened, Snyder talked about the pressure of keeping her family’s legacy thriving.

The key: never change.

“We try and stay true to what we started,” she said. “What we have works. Why change it?”

In 1948, Harry Snyder, the son of Dutch immigrants, and his wife, Esther, opened the first In-N-Out across the street from their Baldwin Park house. The couple served hand-pressed burgers in a clean, friendly environment. She managed the books. He ran the day-to-day operations. Harry was meticulous – driving to Los Angeles to watch butchers bone and grind his beef.

He kept a training journal at his home that detailed how to perform every task – everything from grilling a burger to spin-drying potatoes. Keeping high standards was and remains an In-N-Out priority, Snyder said.

Today, the privately run company generates annual sales of roughly $558 million and employs nearly 18,000 in California, Nevada, Utah, Texas and Arizona. Oregon could be its next area of expansion. In 2013, Bloomberg valued the company at $1.1 billion; Forbes said Snyder’s net worth was $500 million.

Market research firm Technomic said In-N-Out is one of the few traditional fast-food burger chains to grow in a stagnant $72 billion segment that has grown crowded with better-burger players such as Irvine-based The Habit Burger Grill.

In recent years the company, like other food businesses, has raised menu prices to stay ahead of rising commodity prices. But Snyder said In-N-Out will never waver when it comes to quality.

“We’re not out to cut corners,” said Snyder, who loved working the night shift when she worked in the stores as a teenager.

When the first stand opened, burgers cost 25 cents. Today, that same hamburger cost $2.05. A Double Double, one of the most popular menu items, is $3.45. A McDonald’s Big Mac, by comparison, runs just under $5.

Zimmerman, pointing to his slightly bulging tummy, says he eats a lot of fast food. In-N-Out is by far the greatest bang for his buck, he said. “For the price you pay – and the quality, it’s unmatched.”

Nancy Luna is an award-winning journalist with more than 25 years reporting experience. She's been the Register's restaurant beat writer since 2005, covering some of the biggest players in the industry: In-N-Out, Chipotle, McDonald’s and Taco Bell. Luna also covers dining trends from food halls to food trucks. She writes with authority and is considered an expert in her field.